Search Engine Optimization
Can You Rely On Pay-Per-Click Advertising?
Whether or not you can rely on Pay-Per-Click Advertising will depend upon the products or services you have to offer and how well you promote your website. Advertising via Pay-per-Click involves depositing some money with a Pay-per-Click advertising company. The good news is that you only pay when someone clicks into your site. With some Pay-per-Click companies, you can set the amount you wish to spend, which is good for small businesses which have a limited advertising budget. The biggest PPC companies in the market as of 2007 are Google AdWords, Yahoo! Search Marketing, and MSN adCenter. Other popular PPC companies include Ask, Kanoodle, LookSmart, Miya, and Yandex.
Prices per click start from as little as US$0.01 and rise to US$0.50 and more depending on the polularity of the keyword or search terms and the popularity of the PPC company. In order for Pay-per-Click advertising to work, you need to make sure that the websites you choose to use are visible enough for the advertising to be worthwhile; in other words you need to choose the right sites where people may be looking for the type of products and services that you are selling.
For example, if you sell women's shoes, it is not likely to be beneficial for you to post your PPC links on a site that sells electronic equipment. On the other hand, it might be effective to post your ads on a site that sells fashion items, fragrances, or even men's wear since many people are looking for a quick way to find clothing for all members of the family. Make sure you fully understand the advertising policies of the PPC company you choose. If you choose a company that allows you to set your own price for each click, you will probably find that your ad will appear on more sites if you are willing to pay more for the service. You want to make sure that you have control over the types of sites where your advertisement will appear. You want to be choosy so that you don't allow your ad to show on sites where people might just click through to see what you have to offer and then not buy anything. Remember, every click costs you money so it's important to target those who are interested and ready to buy, even if it may not be the same day. Before you choose Pay-per-Click advertising, talk to other people you know who have used it to get a feel for the right company to use. Do your own research as well, reading their websites and what they offer in return for placing your advertising on their websites. Find out as much information as you can before making a decision about using this type of advertising.
Like any other type of advertising, you must keep in mind that certain types of advertising work better than others, and PPC works better in some industries than others. Before investing your money in a long-term commitment, you may want to try a couple of small PPC test campaigns to give you an idea of how well it is likely to work for you. You will need to take some time to choose your keywords and phrases with great care. Remember that when someone searches for a keyword the advertisers’ links appear in descending order, starting with the advertiser who is willing to pay most for the click. The obvious or more common or popular keywords for your market will also be the most expensive ones. What you need to do is to brainstorm a range of phrases that people may use to search for your product but which fewer of your competitors will have selected. Those phrases will almost certainly be cheaper to bid on and yet may also be effective in attracting targeted traffic to your site. For that reason, the phrases that you choose are of vital importance for the success of your campaign. You can lose a lot of advertising money very quickly and end up going nowhere mighty fast if you do not test your keywords and phrases before deciding whether or not Pay Per Click advertising is for you.
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